How To Improve Your Website URLs For Better Search Engine Optimization

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Website URLs provide an avenue to let the search engines and people know what your page is about.

Conversely, if you don’t pay attention to your URLs, they may provide no value for your site’s SEO (search engine optimization) or for your human visitors, either.

In an attempt to make your website perform really well on the search engines, there is the need to ensure that your website URLs SEO friendly.

It’s imperative to understand that badly designed URLs may trip up search engines or make them think you’re spammy.

Below are ways you can improve your website URLs for better search engine optimization:

#1]. Include a few important keywords in your URLs

A keyword-infused URL can help visitors see that the page they are on is really what they are looking for. Would you rather see or

SEE ALSO: 11 Powerful SEO Techniques And Strategies That Work

People will see your URL in search results, at the top of their web browser while they’re on your page, and any place where they may save the URL for themselves – like in bookmarks, or an email.

seo search engine optimisation
Search engine optimisation

Give search engines one more indication of what your page is about, and what queries it should rank for. A URL without keywords won’t hurt you, but it’s a missed option.


A competitor who’s placed relevant keywords in his URLs may rank higher than you for those keywords.

“If you have got a three, four, or five words in your URL, that can be perfectly normal. As it gets a little longer, then it starts to look a little worse.

Now, our algorithms typically will just weigh those words less and just not give you as much credit.” -Matt Cutts of Google.

#2]. Keep your URLs to fewer than 115 characters

Research shows that people click on short URLs in search results twice as often as long ones. Shorter URLs are also easier to share on social sites like Twitter and StumbleUpon.

Long URLs can look like spam. As the URL gets longer, the ranking weight given to each word in the URL gets spread thin and becomes less valuable for any specific word.

You can manually check the character count of all your URLs to make sure they’re not too long. The AboutUs Site Report can do it automatically, and point out any URLs that are longer than 115 characters.

#3]. Don’t use more than a few query parameters in your URLs

In a URL, a ? or & indicates that a parameter (like id=1234) will follow. Here’s an example of an okay URL (the kind you use to track your marketing in Google Analytics with 1 query parameter:

Bad URL with too many query parameters:

Too many query parameters can cause search engine robots to enter a loop and keep crawling the same pages over and over again. You could end up with search engines failing to index some of your most important pages.

#4]. Use hyphens instead of underscores in your URLs

Search engines see underscores as a character. This means that your keywords will be seen as a single long keyword, and you’ll lose any SEO benefit they could have incurred.

A hyphen, however, is seen as a space that separates words. Hyphens are better for SEO because they allow search engines to interpret your web page as relevant for more keyword phrases.

That said, Wikipedia’s links have been underscored, and they seem to be doing okay in search results 🙂


SEE ALSO: Why You Should Use Hyphens Instead Of Underscores In Website URLs

Also, people can’t see underscores in a URL when the link is underlined, as many links on the Web are. So hyphens are friendlier for people and make your site more usable. So… is better than

#5]. Don’t have too many sub domains

A subdomain, or directory, is something that comes before the domain name in a URL. For example: Technically speaking, www. is actually a subdomain.

Too many subdomains can cause problems for search engine optimization. For more information, read Multiple Subdomains: Classic SEO Mistake.

How to change your URLs

Ideally, you’d set up a search-friendly URL structure when you first create your website. Then it just works for you without having to lift another finger. Click Here To Read More


This article was originally written by Kristina Weis of AboutUs. Have a question? Follow her on twitter.

5 INGENIOUS Ways You Can Easily Improve Your Website URLs For Better Search Engine Optimization (SEO)
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